Copeland (2009) advocates for the need to restructure the Foreign Service and integrate the classic diplomacy with the public diplomacy dimension in order to better serve purposes of development, security and long-term strategic relationships between states. Interestingly, to me it seems like a call for utilizing public diplomacy to give decision-makers the power they have lost with the rise of globalization and public diplomacy.
I think that the diplomatic efforts in Syria and Iran are a good example of growing unpopularity of war and an increased focus on diplomatic dialog. It seems that the framework of the talks tried to bond together issues of development in these countries with security concerns on the other side, just as suggested by Copeland. However these efforts do not fall under the framework of public diplomacy, rather it’s simply a new age where dialog is preferred to war (because of undesired financial and social consequences of warfare). The governments and not the people are still the ones managing this dialog. Moreover for now these efforts did not produce particularly positive outcomes.
Also, issues concerning security and development require vast financial resources and a high degree of cooperation on behalf of regulatory agencies. This can hardly be achieved by PD. Advocacy and networking are very important in the process but the essential decisions still go back to the governmental level. The root causes of underdevelopment and inequality remain historical governmental policies that can be changed mainly at the higher rank of decision-making and not by diplomats becoming better at networking with local populations.
So from my perspective it seems that the concept of transformational public diplomacy is essentially about using advocacy to empower governments to take actions on issues of development and security. Until now PD was mainly used to promote a rather shallow dialog between populations, focusing on softer issues. TPD is trying to make PD relevant to the more crucial decision-making, but still, between governments.